BMF off Lion food roster, AJF and Host swoop in

By By Wenlei Ma | 2 August 2012
South Cape Cheese campaign by BMF.

BMF has been struck from Lion's Dairy & Drinks roster while AJF Partnership has expanded its portfolio and Host has been added as part of the FMCG giant's agency review.

A Lion spokesperson confirmed to AdNews BMF was unsuccessful in the agency review which saw AJF given extra responsibilities and McCann Sydney and Host added to the roster.

AJF has picked up Dairy Farmers White Milk, Pura White Milk masterbrand, Dairy Farmers Thick & Creamy and Farmers Union Yoghurt. AJF's existing accounts, which include milk and juice brands such as the Daily Juice Company and Dare, were not reviewed in the pitch process.

Host has picked up the Yoplait and King Island Dairy brands with campaign work to be unveiled before the end of the year.

On Tuesday, McCann Sydney revealed it had won three cheese brands, including South Cape Cheese, which were previously handled by BMF.

AJF Partnership founding partner and creative director Adam Francis said: “Lion Dairy & Drinks undertook a strategic review of its agency roster for some of their brands and as a result we have increased our portfolio.

“We are proud to have come out of the process with an even stronger partnership arrangement with the Lion team.”

Host managing director Suzie Shaw said: "Yoplait is a world renowned yoghurt brand and leads the category here in Australia, while King Island is a cheeseboard legend. Lion is looking for great work for both brands, and we are looking forward to delivering it.”

The Lion Dairy & Drinks' digital account was not part of the pitch. The business is handled by Amnesia Razorfish which won the account late last year.

BMF remains on Lion's alcohol roster and is responsible for brands including Toohey's and XXXX.

BMF could not be reached for comment at the time of writing.

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